Brick-and-mortar stores still play a major role in most Americans’ shopping journey, according to a recent survey conducted by Kelton Global on behalf of RetailMeNot, Inc.
“In-store retail is still the most important channel for consumers, and the role that mobile plays in the shopping journey is notable to retailers who want to reach in-store shoppers,” said Marissa Tarleton, CEO, RetailMeNot, Inc. “The mobile device is the number one in-store shopping companion, which is a marketing opportunity for retailers to drive in-store footfall, incentivize sales and understand online-to-offline behavior.”
- 85% of Americans shop in a physical retail store during a typical week.
- 69% say receiving a personalized offer on their phone to use in-store would make them more likely to visit a physical retail location.
- 69% of in-store shoppers would rather consult a product review on their phone than ask a store associate.
- 53% would rather use a mobile device to find deals and offers on products they are considering purchasing than discuss promotions with an in-store associate.
- 49% of Americans have an app that collects and provides deals and discounts across retailers on their smartphones.
- 65% of Americans say receiving mobile coupons they can redeem in-store is important when shopping in physical stores.
- While 64% of shoppers are completing their purchase in a physical store, they don’t always start there. Data shows 39% of Americans are starting their shopping journey on a mobile device and 14% begin on a desktop.
- Americans are 30% more likely to complete a purchase in person than on their smartphone when they find a deal on their phone.
- 38% of shoppers who begin their journey on a smartphone and 43% of shoppers who begin their journey on a desktop complete their purchase in a physical store.
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